Social content campaign built around real travel situations

For many travellers, the 9292 app is a practical tool. You plan your trip and move on. For Gen Z, that moment is often the only interaction with the brand.

9292 wanted to be present more often for this audience, in a way that fits how they consume content. Not by explaining the app, but by becoming part of the culture they engage with every day.

How do you reach an audience that skips ads, ignores tutorials and only stays when content feels native to their digital habits?

Content needed to move with what mattered to Gen Z at that moment. The mechanic had to adapt to TikTok culture without sounding promotional.

A culture-first content approach starts with what's trending on TikTok, not app features. Viral moments, trends and recognisable situations form the base. The app only appears when it fits the story.

Everyday public transport scenes are linked to moments Gen Z already recognises online. App functionalities are woven into these moments through humour and timing, rather than instruction.

This way, the app becomes part of the conversation instead of the subject of it.

Flexible content formats that move with TikTok culture. Trends, memes and ongoing conversations on the platform determine what gets made next.

The team produces quickly, responds to comments and evolves formats based on what resonates. One principle guides the approach: attention first, destination second. The app supports the story, never the other way around.

The TikTok strategy led to strong growth in reach and interaction. Millions of views, hundreds of thousands of interactions and thousands of new followers followed.

More importantly, the perception of 9292 shifted. Gen Z no longer sees the brand only as a functional travel planner, but as something that fits within their online culture. A presence they recognise, tag and choose to follow.